Premier Foods has entered an exclusive partnership with celebrity baker, Paul Hollywood, to launch a range of products designed to inspire people to try artisanal baking.
The range of 12 bread, savoury and sweet mixes will be available from February 2016.
“I’m passionate about inspiring more people to bake more adventurously,” said Hollywood. “Lots of people want to bake, but can be put off by the variety of ingredients and perceived difficulty of baking artisan-style treats at home.
“I’m delighted to say that we have created a range of mixes that are easy to use and will give people the confidence to start experimenting with hand-crafted, modern, rustic-style baking without the risk of failure and potential wastage. I really believe this range will inspire people to bake.”
The rrp for the products will range from £1.49 to £2.09.
Premier Foods chief executive officer Gavin Darby said: “The launch of a new premium brand with real baking credentials will appeal strongly to Britain’s budding bakers, helping to grow the category overall.
“I’m thrilled we’ve been able to secure a partnership with Paul Hollywood. Launching a new brand from initial concept to shelf presents an exciting opportunity for both of us.”